Strate­giz­ing a new drug launch? Don’t over­look soft skills for sales reps, whitepa­per says

When launch­ing a new drug, phar­ma com­pa­nies of­ten fo­cus on tan­gi­ble tar­gets like aware­ness, mes­sage re­call or num­ber of sales rep in­ter­ac­tions and time spent with physi­cians. How­ev­er, when it comes to pre­scrib­ing a new drug, health­care providers (HCPs) are more like­ly to do so if they trust the sales rep and if the mes­sage de­liv­ered is clear and unique, ac­cord­ing to a re­cent HCP sur­vey and whitepa­per from Zoom­Rx.

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